Factors influencing consumers' willingness to accept mobile advertising: a conceptual model

The purpose of the present study is to build a conceptual model of consumers' willingness to accept mobile advertising. First, the study investigates factors that influence the acceptance of mobile advertising from both industry's and consumers' point of view. Second, based on a review of previous studies in the field, the authors propose a conceptual model of consumers' willingness to accept mobile advertising. The model, based on four research hypotheses, indicates that consumers' willingness to receive mobile advertisements to handsets is mainly driven by four factors: role of mobile medium in marketing mix; development of technology; one-to-one marketing medium; regulatory. The findings provide several conceptual and managerial insights into the role of mobile advertising today and in the near future.